Development Of Entrepreneurial Marketing For Smes

My public relations experience is mostly from two intense stints at the public relations consultancy Nam Consult and as the chief publicity and marketing executive for the poetry, music and art extravaganza, The B.O.G.O.F. I joined Nam Consult as an intern in January 2009 and after my internship was asked to stay. At Nam Consult I learnt about the challenges in running a PR business. In retrospect I learnt a deep appreciation for what it takes to be an entrepreneur in Marketing and Communication. The drive and persistence need to keep going in the field are astounding.

In an interview with Richard Weiner, “The Practice of Public Relations,” he argues that that the top management of an organization will often contract help from an outside agency. Weiner, chief executive of Richard Weiner, Inc., a major public relations agency in New York city, contends that an outside agency is more likely to be proficient in media relations, and thus, more capable of attempting to achieve significant publicity in major media. Management is more likely to respect, and act on, the advice of an outside counselor as compared to their staff (270, 271).

I was Barbara Adika’s Principles of Public Relations instructor at the Bowling Green State University in 2007. Barbara completed course work and provided public relations support to the Aurora Gonzalez Community and Family Resource Center, a nonprofit that provides educational, nutritional, and social support programs for families in need of immediate assistance and long-term goal attainment. Barbara displayed a high level of diligence and commitment to her project—she did not have a car but never missed her weekly meeting which was more than 20 miles away. Even then, it was clear that Barbara had a deep interest in helping people from diverse backgrounds.

Public relations, also referred to a PR, represent an essential component of business, in which the business interacts through various modes such as promotions, initiatives, and so forth with its customer base, as well as, the potential new customers. Subsequently, according to Davis (2009), this interaction permits the business, as well as, the public to intermingle in such a way to disseminate information to the public, which possesses a newsworthy nature via media sources such as a trade magazine or journal, the traditional radio or television networks, the newspaper, or the internet. Hence, an effectual public relations program has the potential to not only maximize, as well as increase sales, but also, enhance profitability by establishing a competitive advantage with relation to business contenders. Therefore, an effective PR campaign accomplishes this goal by creating greater visibility for the business, its products, and augmenting the credibility of the business, while, attempting to neutralize potential crises, as they arise. Thus, public relation programs represent an invaluable tool utilized by businesses such as the Olive Garden Restaurant.

“Public relations work is all about developing effective relationships between organizations and groups that are important to them, including the media, customers, employees, investors, community leaders, activist groups and government agencies” (Lattimore, 2008). In 1997, one woman, April Williams, felt she was working so hard and not getting anywhere in America’s workforce. She decided to open up her own marketing agency that has now been serving companies to help better promote their business and work. Marketing is such an immense factor of Public Relations. It is the way business’ and people view your company and its reputation. North Star is Williams’ flexible and fun marketing agency which has received many awards and recognitions.

This paper was prepared during the Spring Semester of 2016 for COMM 226-003 - Introduction to Public Relations.

Thorough experiences with new technology and current marketing media research allows me to possess a range of related competencies. Anything from customer relationship management systems to building websites is straightforward work for me, but I still attest there is room for improvement and growth. Proper implementation of outreach and tracking of communication becomes a heavy task, riddled with risk and in need of political probity. I keep my skills current with attendance to business communication conferences and extensive effort to engage local writers and business

This memo is to discuss commonalities and differences among two scholarly articles relating to the field of public relations, found in the Journal of Public Relations Society of America. The purpose is to inform those in the communication field, moreover; those with a concentration in public relations to the use of language, format, and target audience of presentation in current research studies. The following articles Corporate Social Responsibility and the Nonprofit Sector: Assessing the Thoughts and Practices Across Three Nonprofit Subsectors, written by Richard D. Waters, Ph.D. and Holly K. Ott, M.S. and Examining Modern Media Relations: An Exploratory Study of the Effect of Twitter on the Public Relations – Journalist Relationship by Drew Wilson, MA and Dustin W. Supa, Ph.D, showcase the current practice in presentation that will be beneficial in this field.

Amid the scandals caused by lack of honest and open communication are the ethical blunders of public relations firms themselves. There is a considerable body of evidence emerging to suggest that modern public relations support trends of unethical practices such as lying, falsifying documents, and even espionage. Current research shows that there can be no ethical public relations because the practice itself is known for its manipulation and propaganda. Public Relations, Inc. (PRI) a disguised U.S medium-to-large PR consulting firm is a perfect example of an organization faced with ethical dilemmas (Weiss, 2006).

As the economy is in a state of confusion, it is important that HN constantly monitor their marketing strategies. The implementation stage is quite difficult, especially as unforeseen situations may arise that put in jeopardy the success

Thesis Statement: The economy is for ever changing toward what has control of demands, the environment of entrepreneurship is high on the charts, however the small business are surviving equally with the large businesses.

One of the biggest questions that individuals or companies ask if whether to have an in-house public relations department or to turn to a public relations agency. There are many benefits to using a firm or working in a firm. From a business standpoint, using an agency is very beneficial. The public relations firms already have connections and relationships established with media outlets, which makes it easier for an agency to place press releases or articles into almost every form of media. Another benefit of using an agency is that they give an objective view at the business or individual about what is considered newsworthy and worth promoting. Finally, an agency can give constant public relations activity. They have more time to work on the public’s perception of a product or service, which most internal public relations departments do not. However, every advantage comes with a disadvantage. Public relations agencies are typically costly. They can charge either hourly, with a flat fixed fee, or a combination of both. There is also the possibility of conflict of interest. “A typical PR firm employee will work on at least 2-3 accounts simultaneously. Often a single person on the account team will achieve the bulk of the results for those clients” (Van, 2007). There may be times where the firm a business has hired will be working on competitors companies. Also, because the company is so large, it is difficult to be as flexible and nimble as smaller niche agencies.

A popular method when internationalising is to use an alliance or joint venture. Critically evaluate the opportunities and challenges facing small and medium sized enterprises

The public relations tactics in relation to the corporate context will now be examined. Customer relations can be associated with the monitoring of attitudes of key publics and stakeholders especially in regards to any negative incidents that have the potential to effect the organisation’s reputation and consumer trust (Wilcox, 2013, p.312). For Malaysian Airlines, this is evident given the potential for consumer boycotts with the missing aircraft’s (Crossman Communications, 2015, p2). Having over 12, 000 employees, employee relations are important for the organisation. Employee relations consist of monitoring employees’ attitudes and beliefs towards the organisation (Wilcox, 2013, p316) as there is potential for negative word of mouth by employees essentially damaging the company’s reputation. This is evident as according to Malaysian Airlines, they offer a “dynamic exciting environment that nurtures a diverse talented team that work to make great things happen” (2017). Finally, media relations are vital in a corporate context as “negative coverage can cause a corporation’s reputation to plummet” (Wilcox, 2013, p. 310). Having said that, it is important as public relations professionals to establish positive relationships with those who operate in the media industry. Kimberly Blessing argues the two fields (public relations and journalism) have an important working interrelationship with “60% of PR

Only recently being recognized as a discipline in itself, modern day professional public relations practices can trace its roots to the early 1900s where the first public relations firm, the Publicity Bureau, was founded in Boston. In 1923, Austrian-American public relations pioneer, Edward Bernays, identified three fundamental concepts of public relations. In 1984, American theorists, Grunig and Hunt, conceptualized the now-famous four models of public relations and the excellence theory that were generally adopted by public relation agencies across the globe. With so many significant milestones and theories of public relations established in the United States, it stands to reason that public relation practices would naturally adopt a western perspective.